All LV County Championship branding will be changed to reflect the new name and image which will appear on perimeter boards, stumps, player sleeve patches and umpires’ coats throughout the season.  Branded pitch mats will also be used at televised LV County Championship games.

The 2007 LV County Championship season begins on Wednesday April 18 and marks the second season in a four-year sponsorship deal by the financial services group.

A new competition logo has been designed for the sponsorship.

Nigel Snell, Corporate Communications Director of LV= said: “We believe the new brand lends itself well to our cricket sponsorship and will give us a bright new look with much stronger impact, leading to greater awareness of LV= among cricket audiences.”

The re-brand also includes the LV Women’s County Championship and the LV Youth County Championship, which are sponsored as part of the same deal by the financial services group.

The LV County Championship Online Media Centre containing a searchable photo database and PA Sport bulletins can now be found at